books.google.co.uk - How does a blatant lying in TV commercials—like Joe Isuzu's manic claims—create public trust in a product or a company? How does a company associated with a disaster, Exxon or Du Pont for example, restore its reputation? What is the real story behind the rendering of the now infamous Joe Camel? And...http://books.google.co.uk/books/about/The_Sponsored_Life.html?id=FP-Uz2vwRNcC&utm_source=gb-gplus-shareThe Sponsored Life